The case for CMOs adopting a different set of metrics that provides a more accurate estimate of ROI through accounting for incremental sales.

CM Weekly November 5, 2023 Before Discover launched its massively popular “Especially for Everyone” commercial and brand platform featuring comedic darling Jennifer Coolidge, the company set out to verify precisely what consumers valued about the brand. They had an idea, of course. They knew that the credit card’s cash rewards and no annual fee features…

A solid content-based marketing strategy is emerging as a more viable option for locating and converting high-intent shoppers in a post-cookie world.

CM Weekly October 29, 2023 Hydrafacial, a patented skin treatment performed by estheticians in medical offices, spas, hospitality venues and beyond, began as a B2B business that marketed solely to providers of the device-based procedure. But over the last 18 months, the brand has carved out a new marketing approach that combines B2C tactics to…

Here's the marketing story behind Hydrafacial, including the brand’s successful B2C pivot, plans to ramp up influencer marketing investments, marketing challenges in the beauty industry, and more.

Pepsi CMO Todd Kaplan revealed the 125-year-old brand’s secret to remaining fresh, relevant and connected to younger audiences.

CM Weekly OCTOBER 1, 2023 The coffee category is a competitive one—but it’s also packed with potential for brand loyalty. According to Peet’s Coffee brand research, 76 percent of consumers can tell the difference between a good and a bad cup of coffee. Plus, many are looking for a brand to defend high-quality coffee, craft…

We spoke with Mitchell about the campaign’s genesis, inspiration, partnerships and experiential components, plus the positive growth trajectory of SheaMoisture Men in recent years.

CM Weekly September 17, 2023 If your inbox isn't overflowing, you're in the minority. Consider this statistic: 71 percent of marketers say they’re sending more emails than ever before, according to email platform Knak’s 2023 benchmark report. What’s more, the average professional gets 120 emails every single day. The result: It’s become more and more…

Chief Marketer's PRO Awards judges panel provided insights on promotional marketing programs, best practices and brands making waves in the marketplace.